Determinants of Online Consumer Purchase Behavior during COVID-19 Pandemic in Metropolitan City: Implications in Post-Pandemic

Tan Mei Yee; Santhi Govindan; Chandramalar Munusami; Hamidah Yusop

doi:10.47405/mjssh.v8i3.2186

Tan Mei Yee Department of Management & Marketing, Faculty of Business, Hospitality & Humanities, Nilai University, Persiaran Universiti, Putra Nilai, 1, Persiaran Kolej Bbn, 71800 Nilai, Negeri Sembilan, Malaysia.
Santhi Govindan Department of Management & Marketing, Faculty of Business, Hospitality & Humanities, Nilai University, Persiaran Universiti, Putra Nilai, 1, Persiaran Kolej Bbn, 71800 Nilai, Negeri Sembilan, Malaysia.
Chandramalar Munusami Department of Management & Marketing, Faculty of Business, Hospitality & Humanities, Nilai University, Persiaran Universiti, Putra Nilai, 1, Persiaran Kolej Bbn, 71800 Nilai, Negeri Sembilan, Malaysia.
Hamidah Yusop Department of Management & Marketing, Faculty of Business, Hospitality & Humanities, Nilai University, Persiaran Universiti, Putra Nilai, 1, Persiaran Kolej Bbn, 71800 Nilai, Negeri Sembilan, Malaysia.

DOI: https://doi.org/10.47405/mjssh.v8i3.2186

Keywords: Online Purchase Behavior, Perceived Ease of Use, Perceived Usefulness, Product Price, Trust

Abstract

The Covid-19 pandemic led to dramatic consumer purchasing behaviour shifts when many nations declared the closure of all physical stores to stop the virus from spreading. As a result, consumers' purchasing behaviour has changed from brick-and-mortar to online shopping. This research examines the influencing factors that affect online consumers’ purchasing behaviour during the Covid-19 pandemic. This research measures four independent variables: perceived ease of use, perceived usefulness, product price and trust. Two hundred thirty-eight online questionnaires were collected and analysed using the SPSS software. Each variable significantly affected online consumers’ purchasing behaviour among young adults. The most significant variable is perceived ease of use, which has positively and significantly influenced online consumers' purchasing behaviour. The findings of this study are needful for online marketers to understand online consumer purchasing behaviour during the Covid-19 pandemic. Therefore, this research can provide insights for marketers to predict online consumer purchasing patterns in post-pandemic industries.

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